Your consumer needs a little extra assurance before they part with their cash. So, how does lead nurturing look like in action?
Marketing has become littered with jargons that even marketers sometimes don’t fully understand. (The difference between lead capture, lead nurturing, and lead acquisition. Phew!)
Lead: Someone who gives you their contact info so you can get in touch with them later for the purpose of marketing.
Suppose, you attend a trade show and get into a conversation with a prospective customer. If the prospect hands over a business card, you’ve just won yourself a lead.
If we have to relate the same process in terms of digital marketing - If you run a business that is highly driven by sales professionals and marketers, they'd be interested in getting email addresses. An email is easier than a phone call.( no reason for either party to think quickly on their feet)
But you’re competing against a lot of other people in your niche for an email addresses. This is just the beginning. Once you have a lead, you have to nurture it.
Send your leads a series of messages. Not just messages, but messages aimed to build up to a sale.
This means, you need an email drip campaign in place. These are emails is sent out to your leads at regular intervals, for your leads to become more brand-aware and comfortable hearing from you.
But remember, if your lead nurturing campaign has no value to offer to your customers, the leads will disappear! Worse, they might ignore your subsequent emails and put them directly in the spam folder.
This can have tremendous benefits in terms of human connection. Bonding with another person makes sharing details about life easier and leads to calling each other by name, and empathizing one another’s plights.
Your marketing copies have to do the same thing - 'Make each person feel like they’re the only one on your email list.' So try this:
Use details about your lead’s lifestyle, location, company; the lead’s geographical location can also help with personalization.
For Example, saying something like, “What would be the best [product] for you over there in Bengaluru, India?” might prove as an effective personalization.
We live in a DIY culture, thirsty for information because we don’t want to buy the wrong product or spend money unnecessarily. Besides, we enjoy a sense of accomplishment that comes from learning. Be willing to share your knowledge freely with your audience. As a result, you will gain tremendous respect.
Your buyer becomes aware of your company for the first time. He just realized that he has a problem to solve or a goal to reach. So he makes a 'Google search' and finds your website - he clicks around, reads your articles, and sees your signup form.
Ping! You just got a lead... But he isn’t ready to buy. He’s just looking for information. Now your emails to him will include links to your blog articles, special advice sent via email.
Your prospect has realized that he has a problem and discovered that there are potential solutions and your product or service is one of them.
Now the emails that you send out to him, must position your product or service as superior to others. Send emails that show how you come out on top.
Your prospect has recognized a problem or goal, discovered multiple solutions and reached a decision.
This stage is all about sales. Incentivize your prospect. Discounts and free shipping codes work great during the decision phase. It’s also called the conversion phase. Make your prospect to stop thinking and comparing and to make a purchase.
Lead nurturing presents challenges but also keeps marketing fun and exciting. See it this way:
You get to communicate with people who will benefit from whatever you are selling. Nudge yourself to be creative in expressing that.
Give your customer what he or she needs at the right time. Get the best marketing automation strategy here.
At Transfunnel, we help you with managing your leads effectively. Don’t bat an eye if you want any assistance.